INNOVATION

TitleINNOVATION
BrandPT NUGRAHA INDAH CITARASA INDONESIA (NICI)
Product / ServiceRACIK PREMIX (POWDERED) SEASONING
CategoryA01. Fast Moving Consumer Goods
EntrantROMP. Jakarta, INDONESIA
Idea Creation ROMP. Jakarta, INDONESIA
Production CUT2CUT Jakarta, INDONESIA

Credits

Name Company Position
Roy Wisnu romp. Chief Creative Officer
Renaldy Arief romp. Executive Creative Director
Hendra Ustriady romp. Creative Director
Irza Fauzan romp. Associate Creative Director
Adra Gesza romp. Senior Copywriter
Judith Tirza romp. Senior Copywriter
Addam Zein romp. Copywriter
Bobby Setiawan romp. Art Director
Theresia Sulistiowati romp. Business Lead
Ari Utami romp. Senior Account Manager
Lorenzo Wicaksono romp. Senior Account Executive
Sasya Anjani Pramono romp. Senior Strategic Planner
Gita Badilla romp. Audio Visual Director
Agustine Angeline romp. Senior Producer
Anifah Hanapi romp. Senior Producer
Rionasta Achiel romp. Senior AV Producer
Fauzi Reza romp. Producer
Fien Juharyati romp. Creative Service Department Head

Write a short summary of what happens in the radio or audio execution or campaign.

The cooking ingredients, both meat protein or vegetable, are things that have its own long and epic history before it reach your dining plate and those will be waste to nothing if we don’t cook them with the right seasoning. Therefore there’s RACIK; practical, perfectly-blended seasonings that won’t fail your cooking.

Translation. Provide a full English translation of any audio.

“INNOVATION” During the Han dynasty period, a prince named Liu An spent his life to find the recipe for being immortal. One day, he accidentally dropped an unknown substance into a bowl of soy milk. A miracle happened. The soy milk turned into curd with a gooey texture. Liu An risked his life by convincing himself to eat it. So instead of finding a recipe for immortality, he just invented… tofu. However, tofu’s storied rise to the global stage was not as magical as its discovery. It would have to journey through several dynasties, regime changes, and civil wars. It finally found its popularity during the Song dynasty period. During the 8th century, tofu was brought into Japan by the monks to substitute meat and fish. Old documents even stated that people used tofu as offerings to gods in temples. The Japanese were obsessed with tofu. Alas, between the Nara and the Edo periods, they invented more than 100 new tofu recipes. Tofu finally arrived in the west. Benjamin Franklin was the first American who wrote about tofu in a letter in 1770 while visiting London. He described tofu as the cheese from China. But not until the 20th-century tofu is known worldwide to this day. Today Michelle bought tofu at the market, cooked them, And messed up her taste buds. That’s why there’s RACIK. Practical, perfectly-blended seasonings that won’t fail your cooking.